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"Taste the Feeling™" is Coca-Cola's newest global campaign

12:17 PM

Coca-Cola has always been special to me as my husband had been part of The Coca-Cola Company in the past. That's why I really appreciate it when I get invited to their media events whether it be a celebration of a milestone of the launching of a new campaign. Last week, I was privileged to attend the launching of it's new campaign, "Taste the Feeling™."

This global campaign was first introduced in Paris in January 19. "Taste the Feeling™" fully embodies the uplifting refreshment of drinking Coke whatever variant it is. "The new global approach is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine," said Marcos de Quinto, Chief Marketing Officer of The Coca-Cola Company.

The lead television spot, “Anthem,” comes to life through a series of ordinary moments linked by a Coca-Cola, such as ice-skating with friends, a first date, a first kiss, and a first love. The soundtrack to “Anthem” is an original song titled “Taste the Feeling™ ” sung by London-born, Australia-raised singer, Conrad Sewell. I like the new song, by the way. It's fun and catchy. Although the iconic five-note signature isn't part of it anymore, it's still nice to hear Coke's new audio signature that makes use of the sounds that have long been attributed to drinking Coke: the opening of the fridge, the unmistakable fizzing on ice, the cheers and clinking of glasses, the quenching sip, and the irresistible ahhh at the end. There's a remix version of the song, too, featuring Avici.

The new campaign also features images shot by noted fashion photographers Guy Aroch and Nacho Ricci capturing people from around the world enjoying ice-cold Coca-Cola in a variety of everyday moments. The new campaign imagery will be used in print advertising,out of home billboards, in-store as well as digital media. The shareable and customizable interactive digital experience is made up of different GIF scenes that reflect feelings associated with drinking Coca-Cola set to the “Taste the Feeling™” anthem. The experience allows users to pull a GIF scene directly from the microsite, personalize the scene with real-time feelings, and share it on social platforms with #TasteTheFeeling. I got to take home a framed copy of one of the images from the launch, yay!

Coca-Cola will also go around some of the biggest colleges, universities, and tambayans in the country to turn more ordinary moments extra special. One of the biggest activations that teens should look forward to is the roll out of the Coca-Cola Emoticons – a cool and fun way of tasting and sharing the feeling of drinking Coca-Cola with buddies and friends.

Exciting activities are also lined-up for the rest of the year that will uplift ordinary days and bring refreshing moments throughout the country. They will also bee giving out millions of free Coca-Cola so we can make millions of moments special.

The campaign also marks the consolidation of all Coca-Cola trademark products like Coca-Cola, Coca-Cola Light, Diet Coca-Cola, and Coca-Cola Zero under a ‘One Brand’ campaign approach. “Taste the Feeling™” replaces “Open Happiness™” which has been used by Coca-Cola for the past seven years. Since 1886, there have been 45 taglines before “Taste the Feeling™”.

For more information about the new campaign of Coca-Cola, visit www.TastetheFeeling.Coca-Cola.com or the Facebook page of Coca-Cola Philippines.

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